Develop Your Communications Strategy and Manage Your Brand - Digital - Masterclass programme

Session 1: Vision, Brand and Messages (Justin Smith)

When we talk about branding your school, we’re really looking at building an identity - an experience that parents, pupils and staff can relate to. This session will look at what this means in practice and how you can develop values and messages as the foundation to your marketing strategy.

Learn:

• What branding means and how it can benefit your school
• The marketing process – the essential elements
• How to develop core values and fine tune those key messages
• “Start With Why” - really understand what sets you apart from others

Session 2: Sharing Messages and Stories (Simon Hepburn)

There are a huge number of ways to communicate with your stakeholders – from your school website and social media to advertising and parent apps! This session will highlight what you need to do and help you evaluate other options.

Learn:

• What your website needs and how to ensure it is up to date
• How to use social media effectively
• How to find the best way to communicate with your parents
• External advertising and media relations – making a return on investment

Session 3: Creating and implementing a marketing and communications plan (Justin and Simon)

Once you know what you want to say and how to say it, the final step is ensuring that it happens! This session takes you through the practical steps and shows how schools have succeeded in communicating their brand.

Learn:

• The essential parts of a marketing plan
• Building a content plan to support your marketing plan
• Creating a ‘marketing culture’ in your school
• Building a fan base
• Case studies